SECTOR 3 from the government, not as commercial decisions; however, the costs have to be covered by UBC. “We have over 70 percent local content on UBC. But it’s very difficult to make, and it’s often cheaper to buy international content than to create local. But the mandate is to create local.” A broadcast journalist on the panel also explained that, “In broadcasting, you can have similar footage but it can be used differently. At UBC, because it is a public broadcaster, they show information differently to align with their mandate. They’re not looking for ratings.” “You can’t be everything to everybody if you want to become the number 1 brand. But as the national broadcaster, UBC has to cater for everyone, and this skews programming and quality. It has to play a public role, while trying to please the public.” “There are some very good programmes on UBC, but many people don’t watch because they already have a negative bias towards it.” Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator 5 Country meets all aspects of the indicator Average score: 3.5 (2012 = n/a; 2010 = n/a; 2007 = n/a) Average score for sector 3: 2.9 AFRICAN MEDIA BAROMETER UGANDA 2016 59